Karl Lagerfeld's chief executive, Pier Paolo Righi, told a Sunday newspaper: “You want to engage with the customer. Shopping is almost a secondary thought, a consequence of becoming part of our world and the last thing is the purchase.

"It's less about the shopping experience than the experience of the brand itself."

The move is likely to anger campaigners who feel there is already too much pressure on young girls to look a certain way and may worry that encouraging women to pose in the changing rooms - potentially in their underwear - could make them feel even more insecure about their bodies.

The move shows a growing social trend in selfies, which even made the Oxford Dictionary in 2013, and have been snapped by celebrities ranging from Rihanna to the Prime Minister David Cameron.

The Lagerfeld store’s decision to install iPads in their changing rooms follows other designer’s attempts to crack into the digital sphere.

Burberry Beauty Box, which opened last year, also offers a Digital Runway Nail Bar, where customers can try shades virtually by using a radio-frequency identification-enabled platform to match their skin tone to a colour.